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ALDAR LAUNCHES A NEW BRAND

ALDAR LAUNCHES A NEW BRAND

26-Oct-10

Dubai, 26th October, 2010: Wolff Olins, a leading international brand business, has worked with Aldar to restructure its offer to an experience-led model, creating a more human face to its communications and helping realign their business to be customer facing.

Aldar has unveiled a new brand to signal its evolving consumer focus and reinforce its position contributing to the development of Abu Dhabi. Aldar has been instrumental in developing celebrated projects such as the F1 Grand Prix circuit and Yas Hotel. Next year a significant proportion of assets will be completed across an increasingly diverse portfolio of residential, commercial, retail, leisure, health and education. Aldar will be more involved in operating and managing assets, as well are building property and infrastructure. This calls for a much more customer centric approach.

The work is grounded in detailed research across a wide ranging audience of Emiratis and expatriates who live or work in Abu Dhabi as well as a cross-section of potential tourists in the GCC, Europe and the Indian sub-continent.

Mohammed al Mubarak, Chief Commercial Officer of Aldar

Charles Wright, Managing Director, Wolff Olins said, “Aldar has been bold and innovative in its projects, in line with the vision set out in Abu Dhabi’s 2030 development plan. Aldar is evolving as its development portfolio matures and its brand needs to change too. The work which has just been launched reflects a welcome break with the rather stale convention of property branding in this region. The brand is brave for Aldar, unseen in the region and a first for the real estate industry internationally.

Mohammed al Mubarak, Chief Commercial Officer of Aldar said, “We are evolving our business model from pure development company to put customers at the heart of everything that we do. In the past we have talked about building the nation. Our business is now maturing. We are thinking long term, caring about people, whilst preserving the heritage of the Emirate.”

When asked to comment on the impact of the brand, Marie Clark, Account Director, Wolff Olins said, “Creating a platform for sustainable future growth is not an overnight change. The brand strategy will influence everything that Aldar does. It goes beyond Aldar’s image and communications; it will be embedded in the culture, capabilities, master planning of new developments, and the creation of new experiences and services. We have conducted a brand measurement study that will be repeated in about six months’ time. Then we will be able to quantify the impact of the brand on Aldar’s business. This has been a fantastic project for Wolff Olins. We share Aldar’s commitment to thinking for the long term, improving quality of life in Abu Dhabi, whilst respecting the culture of the Emirate.”

Note to the Editors:

About Wolff OlinsWolff Olins is a brand business with offices in Dubai, London, and New York. They have been working in the region since 1987 when they launched the Q8 brand, for the Kuwait Petroleum Corporation.

Wolff Olins uses brand to help clients do new things. New businesses. New experiences. New relationships. New ways. New things that challenge, provoke, reinvent. And create spectacular new growth.

They help clients achieve new ambitions through brand-led strategy. They help them capture their brand idea, devise the best brand architecture, and manage their brand for maximum impact. Recent strategy clients include Etisalat, GE, Skype, Sony and Omran.

They help clients create new businesses and services through brand-led innovation. And they help create the best possible customer experience, in store and online. Recent innovation clients include PepsiCo, Mercedes-Benz and Tata.

They help clients reach new levels of performance through brand-led transformation. They use the power of brand to engage, excite and embolden their employees. Recent transformation clients include PricewaterhouseCoopers, Unilever, Airtel and Wataniya.

And Wolff Olins help clients carve out a new presence in the world through brand communication. They help them create brand names, visual and verbal identities, and communication strategies – online and offline. Recent communication clients include AOL, Amnesty International, Solidere and Qatar Financial Centre.

Wolff Olins is made up of 140 people that are ambitious for clients and optimistic for the world.

About ALDARAldar Properties PJSC is Abu Dhabi’s leading property development, management and investment company. It listed on the Abu Dhabi Securities market in 2004. Aldar was established to support Abu Dhabi’s infrastructure through the creation of high quality, attractive and sustainable communities equipped with residential, commercial, retail, leisure, hospitality, education and medical facilities.

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